Herbert Rosenthal became an New York jeweler that specialized in brooches. Business was good and his business grew. By the mid 1960's insect brooches had begun to gain in popularity and Rosenthal was at the forefront of the fashion push so he trademarked the designs. So much so that his brooches took off. Other jewelers began to create similar insect brooches and Rosenthal sued other jewelers for infringing on his designs. One of the lawsuits went to the 9th District Court in 1971. The courts agreed that the designs were infringements on his design but ended up ruling that his trademark was not valid. Despite the courts ruling he still became the exclusive designer for bee pins for Tiffany & Company and his bee brooches carried a premium when they were made.